In embodiments of the present invention, improved capabilities are described for dynamically determining an anticipated economic valuation for each of a plurality of potential advertising placements for an advertisement in response to receiving a request to place an advertisement for a publisher, wherein the selection and presentation of an available advertising placement to the publisher is based at least in part on the economic valuation. The economic valuation may be a current valuation, an anticipated valuation, and/or a valuation that is selected from among a set of competing valuations. In embodiments, the request for the placement may be a time limited request. Further, the economic valuation model may evaluate performance information relating to each of the plurality of advertisement placements. In an alternate embodiment of the present invention, improved capabilities are described for dynamically determining an anticipated economic valuation of a placement of each of a plurality of potential ads for an available advertisement placement, and selecting and presenting to a publisher at least one of the plurality of available ads based on the economic valuation of its placement within the available advertising placement.
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